Lessons Learned in

A major lesson learned by Louisiana Spirit is that a program cannot afford to
underestimate the importance of media when trying to impart services across
broad, widespread populations. Additionally, marketing efforts need to be
relatable and compelling to the intended audience in order to overcome any
cultural stigma or resistance to seeking behavioral health services. Louisiana
Spirit devised a three-phase advertising campaign to maximize its reach and
appeal to a broad array of people. The phases were designed to promote a mission
of Engagement, Empowerment, and Recovery.

Phase One: Immediate Aftermath—In this phase, the program’s intention was to
reinforce that survivor stress is normal and expected. Print and television
advertisements were developed to acknowledge the immediate aftermath of
the storm and survivor reactions and feelings. Catch phrases used to peak
viewer attention included "You’re not crazy," and "Hope is the enemy of
despair."

Phase Two: Access to Services—This phase revolved around color advertisements that focused on recovery and the encouraged survivors to reach out to
Louisiana Spirit and the services it provided. Graphic treatments included the
sun rising after the storm and faces of individuals in the recovery stage.
Print advertisements were placed in newspapers and billboards across the State.
Brochures, door hangers, and informational cards were distributed by field
staff on a daily basis and at various events, with the intent to saturate the
market with as much information about the program as possible.

Phase Three: Community Involvement—This phase focused on messaging about the
importance of community cohesion and its impact on successful recovery. Full
color advertisements were disseminated within communities. The
Unsung Heroes (pdf, 15.2MB)
project also helped promote this principle.